5 Ways to Improve Your Web Content Today

April 10, 2018
emily amos

Readers form first impressions based on web content in a mere 50 milliseconds, according to 2015 research from WebDAM. Yes, you read that right. 50 milliseconds.

With such a small window of opportunity, it’s no wonder organizations are struggling to figure out why their web content just doesn’t seem to be making an effective impact online.

Content marketing is certainly a delicate process that involves plenty of strategic planning. However, we all know that strategic planning is a lengthy process—so which changes can you make today to improve your content?

Get to know your customers

Knowing your target audience is essential to successful content marketing. After all, you’re creating web content to answer questions, be helpful, and promote your expertise to a specific group of people. That said, how well do you really know your audience? Ask yourself this question: when was the last time you properly researched who they are, what they care about, and what they’re looking for?

Consider doing a customer audit report. Study your customers’ online behaviour and record your findings. Once you have sufficient data, create a profile of what your ideal customer would look like. The better you know your target audience, the better you can address their specific needs and ultimately secure sales.

Use clear subtitles

Subtitles help readers understand the main point of a lengthy piece of text. This technique creates greater understanding, and will help readers find answers to their questions more easily. Rather than forcing them to hunt through your content, you can help them make sense of your copywriting by using effective subtitles.

Subtitles are also a tool for showcasing your communication abilities—if you can concisely summarize your ideas into a few words, readers will be more eager to engage with what you’ve written.

Get serious about what you’re creating

Every piece of content you put online is a reflection of your brand: what you value, what you stand for, and what your intentions are. If you’re passively creating content and paying little attention to quality, you need to re-evaluate your strategy for success.

Grammatical errors, confusing text and complex paragraphs will negatively influence how you’re perceived. If you’re only putting 50% into your content, don’t be surprised if you receive a reputation of carelessness for your brand as a whole.

Research industry leaders

There’s so much information out there on the web that you can learn from. Consider researching industry leaders who are doing content the way it should be done. Pay attention to themes that set them apart from the crowd, and decisions they’ve made that you may or may not choose for your own organization. A little bit of research will do wonders in helping you decide on strategies or themes for the content you will be routinely posting online.

Include engaging visuals

Posts that include visuals get 650% more engagement than text-only posts, according to WebDAM. Today, more than ever, successful content needs quality visuals in any content you create for your target audience. Visuals can include a high-quality photograph, infographic, video attachment, and much more. Increase engagement with your audience overall by getting creative with your visuals and understanding their importance alongside the words in your posts.

While there are many strategies for improving web content, keep in mind that using visuals, crafting quality copywriting and researching key stakeholders are only the first stepping stones. I encourage you to take the time to properly create a detailed content strategy, and advise that you stay on top of current content marketing trends. Things change very quickly online—content is definitely no exception.

What’s your favourite tip for improving online content?


Download our FREE checklist: Web Content Evaluation ChecklistThis checklist will help you determine whether your content is clear, compelling and concise

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